CLIENT: My website's not working!!
ME: You mean your website is down??
CLIENT: No. It's not generating any business.
Just having a website hanging around on the internet isn't going to generate business. If you want to organically make your website work for you:
you need to drive traffic to it
it needs to be a well thought out design
and you need an audience to generate sales
There are a few fundamental reasons why your website isn't organically generating you business and here they are:
Firstly, are you actively driving traffic to your site on a regular basis?
You should be shouting from the rooftops that you have a shiny new website and that people should definitely go and take a look at.
Include links to you website in all of your marketing, especially digital marketing, like social media posts.
If I've designed your website babe, you can skip this bit. You're welcome.
Otherwise go back and make sure that your website has all of the information that your client expects to see, for example: details about your service / product, what the benefits are, how much they cost, how to buy from you and reviews / portfolio of your work.
Then you need to make sure that you have organised your information over an intuitive layout, where your clients can easily find everything they need to know, for example: is your menu system clear and simple, do your buttons look like buttons, do all links work and go to the correct destinations, is your site is brand aware and is the overall design is nice to look at.
Content writing is an actual profession, so if you're interested I can recommend top copywriters that will work with you and write content for your site that is engaging, on brand and will support your SEO.
Your content needs to be concise and engaging with your visitor - no one wants to hear your life story, nor do they want to read through paragraphs of you waffling on in industry jargon.
They do want to hear about the passion you have for your business and they also want to know exactly what it is you do, how it will help them, how much you cost and how to buy from you - all in a tone of voice that makes them like you.
Don't leave your visitor bored to tears or trying to connect the dots about what your business does. Learn how to write great content or hire a professional.
Again, Search Engine Optimisation this is an actual profession, so I can recommend SEO specialists if you need me to.
Don't just set your site up for SEO and kick back expecting the phone to ring. SEO is ongoing, so once you've set it up you have to keep it going.
SEO is not a switch you flick on and then your website lights up on the internet for everyone to see. It's more like one of those wind up torches that requires your involvement to keep it lit.
As a Business Owner you have 3 options on how to tackle your ongoing SEO:
DIY - take the time and effort and learn how to do organic SEO yourself
PAID FOR - find an expert and pay them to do it for you
NONE - do none of the above and hope for the best
Interestingly I chose option 3. To date it's never been a problem for me but that's because I'm hot on my marketing, blogging and driving traffic to my site - so I guess, without knowing it, I've actually gone for option 1. Either way, my website SEO does it's job.
This is a whole other blog post waiting to happen and a debate I often have with small Business Owners: Should you put prices on your website?
YES! Dammit. Yes.
I get it - you're nervous about your prices. You have 'imposter syndrome' or whatever. You're like 'I'm a fraud, who am I to be charging this much money?' So you feel if you hide your prices then it's a safe compromise.
It's true that how much something costs is the deal breaker for your potential clients. But if you don't put prices on your website you are damaging your business. Simple. Even if someone loves what they are reading on your site and wants what you have to offer, they will be off down the road signing up to your competitor because they can't be arsed to jump through hoops in finding out how much you charge.
a) If someone sees your prices and they think you are too expensive - great! They aren't your idea client, so let them go.
b) If someone sees your prices and they think you are affordable - great! They are your idea client and the next call they make will be to buy from you.
a) If someone doesn't see prices on your website and they call you to find out, you need to have that awkward conversation over the phone and potentially waste your time and theirs because they can't afford you.
b) But more importantly - if your ideal client (someone who could afford you) doesn't see prices on your website they may never enquire because they either assume you are too expensive.
Do yourself a favour - be transparent and cut out the time wasting. And by all means make your prices the last thing people see, after giving them all of the value of your service or product - but give them your prices.
Keep your sales funnels short and make it easy for someone to buy from you. Think about how many stages you are you making potential clients go through before they can buy from you. For example:
Social Media Ad about specific service / product > link to dedicated Landing Page including all relevant details and prices > a BUY NOW button frequently displayed on the Landing Page
When you drive traffic to your site through your marketing, make sure you use links / URLs to dedicated pages, i.e. landing pages that give them all of the relevant information they need and a BUY NOW button - don't just send people to your website Homepage and make them search for the content they are looking for.
You have a website that looks great and offer fab content for your visitors but are you utilising your website's functionality and features to it's entirety? For example:
Do you have a newsletter or blog sign up to grow your mailing list?
Do you offer a low cost download as a lead magnet to an upsell?
Can people book appointments or make payments through your website for a short sales funnel?
Are you using email marketing and automations to stay in touch with your clients and save you time?
If you are marketing and growing your business organically, ask yourself if you've given it enough time to be successful.
If you're a new business with no audience you will need to strategically market your business for 90 days (plus!) before you see any sales. So if you've just launched your business give yourself a 90 day lead time before you throw your website in the bin.
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